Back in 2018, the #Shelfie took off and people started carefully setting up and placing the products in their beauty cabinets. This has led to a more complex and aesthetic approach to the marketing teams of beauty and wellness brands. Now, with Instagram becoming more comfortable again and Gen Z in revolt against over-curation, the clearly lined shelfie is almost dead. However, people on TikTok are turning to the platform to create a new kind of voyeuristic product content. For example, one particular type of video is filmed in the middle of the date, in which beautician TikTokers posts videos of their potential partners’ bathrooms and reviews all the products in their closets.
Last month, a TikTok creator went viral because he posted a video “arranging all the products in the apartment of the boy I just joined”. In it, she praised him for using CeraVe face wash (a viral TikTok favorite), but stated that his use of coconut milk and Morroccanoil body washes means he is probably “sleeping with a lot of girls”. She has since posted several follow-up videos as a series, including one video in which she whispered to the internet asking if she should connect with a guy, using only his bathroom cabinet as a criterion. Because it contains Garnier SkinActive Micellar Cleansing Water, many people in the comments suggested that he already has a girlfriend. As many beauty lovers on the internet will agree, skin care can clearly mean much more than the eye can see.
While using the bathroom of the person you are on a date with to determine if you should follow them is creative, it can also be seen as an invasion of privacy to put it to potentially millions of viewers on the app . With that in mind, the trend continued to spread on TikTok, with one user giving a glowing review of the multiple products in a men’s bathroom that hosted a party she attended and others that jumped into the trend by the cosmetic bags with dates and even the bathrooms of their boyfriend’s friends.
So far, all the videos on TikTok have retained the potential partner’s anonymity, but we can not say whether approval was given to post the videos – which would be a respectful thing to do, since bathrooms are generally considered private spaces be considered. Regardless, the trend has revealed something that many of us already do – peeking into an appointment’s bathroom to look at their skincare routine. While this may give you an insight into their level of personal care and hygiene, you may want to “arrange” the products in your head rather than placing them all for the world to see. After all, how many of us keep our bathrooms ready for an unexpected shelf at all times?